“It’s great to win awards, and we’re all very proud of that,” Zimmermann said, “but to me the most important statistic is that the money we spend on Pure Michigan makes money for Michigan and for Michigan business­es. For every dollar we send out of state for advertising, there are enough new visitors ... that the state makes $3. Pure Michigan makes money for the state.”

Zimmermann said the 2011 campaign, which started with national TV and radio ads in mid-March, continues to cap­ture the emotion, character and essence of what Michigan has to offer for those who visit or move here.

He played for the first time in public the radio advertise­ment that will be launched Monday as the Kalamazoo partnership campaign with Pure Michigan. Kalamazoo will be one of 27 Michigan com­munities to have Pure Michi­gan partnership promotional campaigns — via radio, TV, billboards and/or the Internet — that draw attention to those cities.